Brand personality appeal, brand relationship quality and WOM transmission a study of consumer markets in Vietnam
This
study investigates the impact of brand personality appeal on both brand
relationship quality and word-of-mouth (WOM) transmission in Vietnam.
It also examines the role of consumer attitudes towards advertising and
public relations on brand personality appeal as well as brand
relationship quality. An empirical test with a sample of 477 consumers
by means of structural equation modelling reveals that brand personality
appeal has a positive impact on both brand relationship quality and WOM
transmission and that brand relationship quality has a positive effect
on WOM transmission. Furthermore, attitudes towards public relations
have positive impacts on both brand personality appeal and brand
relationship quality. Finally, attitudes towards advertising have a
positive impact on brand personality appeal but not on brand
relationship quality.
| Title: | Brand personality appeal, brand relationship quality and WOM transmission a study of consumer markets in Vietnam |
| Authors: | Tho, N.D. Trang, N.T.M. Olsen, S.O. |
| Keywords: | Brand personality appeal brand relationship quality Vietnam worth-of-mouth transmission |
| Issue Date: | 2016 |
| Publisher: | Routledge |
| Citation: | Scopus |
| Abstract: | This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality. |
| Description: | Asia Pacific Business Review Volume 22, Issue 2, 2 April 2016, Pages 307-324 |
| URI: | http://www.tandfonline.com/doi/abs/10.1080/13602381.2015.1076655?journalCode=fapb20 http://repository.vnu.edu.vn/handle/VNU_123/32566 |
| ISSN: | 13602381 |
| Appears in Collections: | Bài báo của ĐHQGHN trong Scopus |
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